Google Analytics Keyword “Not Provided” Workaround

Anonymous website browsing means it’s harder to track key word searches. This article will show you how to find what keywords visitors search to find your site and the removes impact of the “Not Provided” keyword results in Google Analytics. This workaround will import results from Google Webmaster Tools to Google Analytics.

Inside your Google Analytics you can see which search terms prospects are using to find your website.  Acquisition -> Keywords -> Organic.

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However with the rise of anonymous browsing, this means that Google Analytics can no longer track keyword searches as easily and so an increasing number of searches are now being displayed as “(Not provided)”.

2

This situation is getting worse month by month as we track the analytics for our website and those of our clients.

A Workaround For Keyword Searches

Although not a perfect replacement, Creative Agency Secrets has found a work-around which can give you a good indication of what search words and phrases your website is showing up for and which are drawing visitors.

It involves Google Webmaster Tools.  You have to set this up for your website. Read more

Are you the CEO of your business website?

Yes I’m asking you if you drive business success from your website?

Is someone in charge of making your firm’s website successful?  Making the websitedeliver business goals?  It doesn’t matter if you’re self-employed or work for a giant corporation, if you have a website we will teach you how to drive proactive success with Blogging Concentrated education.

Announcing the Blogging Concentrated New Zealand Tour

Running to five dates, we are bringing the US founders of Blogging Concentrated, Dan Morris and Rachel Martin, to NZ so we can get ahead learning how to become the CEO of our websites and drive business success.

Five dates, Four Cities, Two Leaders and One YOU.

Join us in Auckland on May 1, May 3; Wellington on May 6th; Nelson on May 7th and Christchurch on May 9th for the best, practical website marketing execution training available.

What will I learn?

Websites are the modern marketer’s best tool to build new revenue streams and grow audience engagement.  This training comes from the leading edge of best practice with two international practitioners sharing their up to date knowledge.

Learn specific techniques that will deliver outcomes including:

  • Audience engagement with clusters marketing
  • Persuasion and action techniques
  • How to tell a story
  • Using data dashboards to improve conversions
  • The copywriting words that create engagement
  • How to use custom sidebars to optimise your adverts
  • A YouTube strategy to keep viewers on your videos
  • And more….
Watch the 4 minute video Dan and Rachel recorded about the NZ sessions 
Everything taught in the sessions is based on real-world learning and used daily in Dan and Rachel’s own business websites.  They know these techniques work.
You will be learning practical solutions from knowledgeable technicians.

Blogging Concentrated Testimonials

“I think you are going to revolutionize the way I write posts – the Adsense lecture was phenomenal. We will be contacting you with more specific questions e.g. How on earth do we get the CPM per post spreadsheet – and everything else, once we decompress what we’ve learned.”  R Miller

“You know when you go to a conference and you sit through sessions that simply regurgitate stuff you already know?  Yeah, I hate that, which is why I’m so excited about being at Blogging Concentrated Atlanta, Dan R Morris and Rachel Martin have put together a ton of original content that is not just informative but actionable.  When they come to your town you should definitely sign up and go.”  Simon Salt

“Stay in front of your audience was worth the price of the conference ticket! Wow!” Penny Woodin Rogers

“@DanRMorris 16 minutes in and mind exploding with actions already!” Amie Flowerday

“Hi Dan,  Just wanted to say thank you so much for all the valuable information you and Rachel gave us this weekend.  You can not put any price on what we learned, and I am forever in debt to you both!”  Emily Luscombe

Want to pay less for the event?

The Blogging Concentrated business has 2 parts – training events and BC Prime, a subscriber community who buy training and advice by monthly subscription.  If you’re curious about the depth of knowledge these guys bring to training events – read the BC Prime page – note the huge quantity of 2014 Release Archives – impressive, eh?  6 – 10 new pieces of educational content per month…

Choose BC Prime when you book your ticket and pay less – but GET MORE.

Ready to become the CEO of your website?
Join us by booking your ticket

button register

There are two prices, one for BC Prime members and one for the public.
Avoid limp education, buzz phrases and marketing hype.  Concentrate on workable, practical solutions that you can implement immediately on your website.
You know where to come!

 

Entrepreneurs digital marketing extra content

Huge thanks to Amaka Gessler for inviting me to the Entrepreneur Networking with a Twist Meetup last night.  I promised to share my slides and have also pulled together a listof all the other material I shared.  Here’s Amaka’s notes from the talk.

Rebecca Caroe Speech Slides

As promised, here are my slides and links to additional material we discussed on the night.

Digital tools for marketers

Machine reading testers for your keywords
Facebook comment integration – Facebook Developers comments plugin
NextScripts SNAP WordPress Plugin  allows automation for sharing and distribution
FeedBlitz.com is the RSS to email service I use to automate the blog posts into newsletters. Get in touch if you want a FeedBlitz Discount Code
Unroll me is the email app that allows you to see all your subscribed newsletters and RSS feeds in one place and also mass unsubscribe.

Expert Digital Marketing Bloggers who will upskill you

Expert media analysis and commentary from Thomas Baekdal – there are free and paid for articles – it’s worth the annual fee to subscribe.  E.g. Why print rarely translates to digit.
Avinask Kaushik’s blog Occams Razor is all about Google analytics I recommend you subscribe to get it by email – and his book Web Analytics 2.0 – buy a copy.
You must learn how to use Google Analytics skilfully.
We discussed how to track website visitors’ flow through your site and also how to find out the click stream that led them to your site.  Here’s how to uncover more insight.
Google Analytics visitor flow
  • sidebar menu: Behavior: Behavior Flow
Also look at Multi Channel Funnels (MCF) and the different steps people take before they convert on your website.
  • sidebar menu: Conversions: Multi-Channel Funnels: Top Conversion Paths – see attached
Behavior Flow in Google Analytics

Behavior Flow in Google Analytics

Top Conversion Paths in Google Analytics

Top Conversion Paths in Google Analytics

Amanda Wikstrom, the Intern

My name is Amanda Wikstrom and I´m a marketing student from Sweden. I’m here at Creative Agency Secrets for a 3 months internship which is included in my education. In May I will finish my third year of Marketing and be graduating which I´m really exited about. But first I want to learn more about marketing in real life, not just reading about it in books and I think I have come to perfect place for that.

This is my second day at Creative Agency Secrets and I’m still trying to learn and understand the business, but what I have noticed so far is that creative Agency Secrets can offer you many cool tools for your business to grove and be developed within marketing.

About Creative Agency Secrets

Creative Agency Secrets helps you find the best practical marketing tools for your business.  They can do all of your marketing if you want or if you only need marketing advice, Creative Agency Secrets can help you with that. They also offer you training courses with coaching or self-learning.

What we do

Google Analytics is one of many tools that Creative Agency Secrets use. I have just started to learn about and I find it very interesting but a little bit hard, Google Analytics can do so much and I have a lot more to learn . In my three months here I hope to learn more about how marketing work in the real life and which marketing tools are the most effective. I also like to learn more about social media, how to analysis the content and how to create interesting content that people will read and take part in.

Thanks for reading

This is my first blogpost and I hope that I will  learn more about how to blog and write interesting and engaging posts.

See ya /Amanda

 

 

 

Cluetrain Original

Cluetrain has New Clues – time for newbies to read the original!

I listened to the FIR podcast #790 and found that Cluetrain has been updated!

Cluetrain Original

Cluetrain Original

New Clues published in January and numbers 52-67 apply to our marketing communications world in particular. [see below]
Oh, and also pay attention to number 100
You want to know what to buy? The business that makes an object of desire is now the worst source of information about it. The best source is all of us.
It will be hard to adhere to them – because marketers are busy fouling their own nest, much as we did with banner adverts, SEO and oh-so-many other internet tools which we over-exploited so the makers ended up changing the rules to exclude our actions.
Seems to me ever more of a message about the quality of content, ease of discovery and honesty of presentation.

Your marketing strategy for 2015

If your marketing strategy for this year even remotely resembles what you did for the past 5 years tear it up.  Forget it.  The businesses who will thrive understand Cluetrain, they present their wares at least in part in a Cluetrain-format and will reap the $$ rewards accordingly.
Just call us if you think you want to change and don’t know how.

Rant over.

Now, what do you think?
I’m going to get my whole team to read Cluetrain original next week as their homework!

New Clues for Marketers

The New Clues that directly relate to the practice of marketing. Numbered from the original. Read more

The DOs and DON’Ts of newsletters for accounting firms

Newsletters are an essential form of communication between companies and their stakeholders. More often than not though, those that sign up to a newsletter are (potential) customers who are interested in what you do. Many accounting firms are adding newsletters into their regular marketing activities and we’re here to help you build your newsletters for new business success.

We’ve taken time to analyse a couple of newsletters from accounting firms around New Zealand and we’ve noticed one major pitfall – these newsletters are LONG!

They often involve several articles, a lack of links and often their content just isn’t well focused on their business or those who may be signing up to their newsletter.

For a broader picture, lets take a look at the common successes and mistakes some accounting firm newsletters are making…

 

Successful elements in accounting newsletters

Relevant content: accounting firms are experts in their field and they show that well through the article content they provide in newsletters.

1Great use of spacing: the newsletters we’ve seen space out their content well and use headlines or boxes to separate content. Making content discernable is a good thing as it draws readers eyes in and encourages them to read. Content that is jumbled or squished together deters readers, and you should want your newsletters to be read.

Well planned structure: titles, headlines, blocks of content and different sections are commonplace in accounting firm newsletters. This differs from spacing as a coherent structure helps a reader flow from one piece of content to the next, until they’ve read the entire newsletter. It’s simply another way to encourage readers to read all the way through.

Include social media/ web page links: newsletters help drive website traffic, and so integrating links to online presences is vital. What’s more is that accounting firms include these links well by using images. These links are often included in sidebars or at the bottom of the newsletter so as not to distract from main newsletter content.

 

Common mistakes

Text-heavy/ too much content: often entire pages are included in accounting firm newsletters for any one of the articles they include. This is more so for less frequent, quarterly newsletters than regular monthly ones but does still happen. Entire articles belong on web pages or blogs, and we’ll tell you why after pointing out some more common mistakes.

Content Heavy Newsletters Risk Losing Reader Interest

Content Heavy Newsletters Risk Losing Reader Interest.

3Irrelevant or unnecessary content: we’ve seen accounting firm newsletters that point out nearby office areas to buy or that their neighbours or friends are raising money for a charity and would like some help. While this content may be great to share with your readers, it isn’t NEWSLETTER content. Share these bits of information in email blasts to your email lists (possibly including your newsletter mailing list) instead. Your newsletter subscribers subscribed to a newsletter for information about YOU, not about local news.

Lack of an introduction or voice: some newsletters we’ve seen don’t include introductions or conclusions at all. Instead they’re collections of potentially exciting articles lumped into a series of pages.  This is a great place for the marketing partner to be the voice of the firm and to give a good face, tone and feel to the newsletter.

No website link backs or calls to action: one big thing missing from accounting firm newsletters to date are links and calls to action. Newsletters do more than inform, yes, but more importantly they exist to bring readers closer to the sender.

 

Our suggestions / good practice for newsletters

Short is successful: newsletters aren’t books. Newsletters are in fact short notes and pockets of information that a company provides its readers to keep them informed of their expertise and activities. Short is the key word there, and there are many ways to shorten a newsletter while also keeping it informative!

One great way to do this is to post articles or news reels on your blog or website, while linking to them in the newsletter along with an excerpt of the article – this encourages newsletter readers to navigate to your website and helps with google page ranking so that people searching for accounting firms find YOU!

Call to action: while you shouldn’t flood your newsletter with links it’s a good idea to link back to your website in some way shape or form. Getting newsletter readers (people who are interested in YOU) on your website improves the chances of them becoming a future client! You don’t necessarily have to develop a call to action or sales pitch but newsletters a good place to redirect readers to such a thing. A blog (if you have one on your website) is a great example of an opportunity to include articles in your newsletter and include a link back to your website that entices readers to click and read more.

 

Sidekick accounting brand mascot.

Build a brand, use a voice and provide colour: a newsletter can be the essence of your firm and how you share your company culture with stakeholders. Use it to build a brand by creating a voice and an image! Sidekick Accounting achieves this with their superhero icons and friendly writing style.

 

Conclusion

In short – accounting newsletters should embrace a short and unique style of presentation while providing links back to their website and social media as they beware of including irrelevant content. If they follow these guidelines it’ll result on a more engaged audience and better chances for turning a potential customer into a full client!

 

Interested in this article or accounting marketing in general?

Sign up to CAS accountants newsletter list

OR

Contact us to talk about marketing your business

 

Need accountancy marketing help?

Creative Agency Secrets are experts in accountancy firm marketing.  We can tutor you and teach you what to do if you want to do the marketing yourself.  Or we can do the firm’s marketing for you.

Learn more and join our free Accountants Marketing Newsletter

Failure of the creative agency business model

Reading a great post about the lack of scalability in the creative agency business model is a great reinforcement for me and validation of the business that we run here at Creative Agency Secrets.

Years ago I realised three things

  1. No agency staff are trained on how to do biz dev
  2. A process must underpin successful, reliably consistent new business
  3. Only by getting buy in from all the senior team can it work in the medium term

Our new business methodology underpins all our work and that’s why, like Blair, our  recommendations from past clients fall into 2 camps. The politely nice and the ecstatic. For the latter, we  succeed in embedding a process that has continued long after our consulting assignment ended.  That is the difference the Creative Agency Secrets team makes in new business development.

Follow our 8 step New Business Methodology in the categories on the right side you’ll see articles listed on each step that can help your business embed, codify and practice new business development successfully.

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Online marketing for accounting firms: a research summary

Accountancy firms are the backbone of the business economy serving every sector of the community. Business owners use their accountant to get advice and recommendations on a wide range of commercial issues. They are trusted advisors for New Zealand business.

Yet accountants often present themselves poorly online. They are difficult to find on the internet, their websites are dull, unremarkable, and aren’t easy to use for prospective clients who want to research and find an advisor.

The attributes of a good business website:

  • Findable on search engines for search phrases that relate to the industry or product not the business name
  • State the services or products offered in clear, non-technical language
  • Illustrates specialisms and points of difference for the firm
  • Helps guide the customer to the correct service they need
  • Enable the customer to get in touch with the business by a range of communication channels – including social media as well as traditional telephone and email
  • Name key members of staff and their contact details
  • Show office locations, ideally on a map

Every business uses some form of marketing promotion to bring in new clients and to keep current clients coming back for more.

A website is the linchpin of modern business marketing activity. Most other marketing work directs curious web searchers to the website. These days, who hasn’t got a business card without the firm’s URL?

Creative Agency Secrets has appraised a substantial amount of accountancy firms’ websites for evidence of current marketing and promotion activities within the industry.

 

Here’s what we found

  • Over one quarter of all firms surveyed do no marketing promotion aside from their website.
  • 38% have some basic promotion, normally in the form of a newsletter.
  • And at the other end of the scale 6% are very active and seek to engage website visitors and encourage them to get in touch with the firm.

Where does your firm sit on the proactive marketing scale?

Top performers include

  • Deloitte
  • Cabbage Tree Accounting
  • William Buck
  • Astill Hawke
  • DJCA
  • Gilligan Rowe

What sets these firms apart?

The best accountancy firms have several key attributes in common

  1. They are highly informative both on their business, what they offer, and their industry
  2. Their web pages maintain public resources for research and self-discovery
  3. The have prominent and recent communication activity using written, audio and visual media which engages readers and keeps them on the website
  4. They encourage the visitor to reveal his identity to the firm

Why do prospective clients find these factors appealing?

Imagine going into a shop for the first time – you browse around looking for the product you want to buy and at “just the right moment” a sales assistant steps forward and offers to help you. They guide you in an un-pushy manner to the product you want but stay on hand to answer any further questions you have. A modern website needs to do the same job for the firm.

But on a website a visitor is anonymous.

You have no idea who has visited your site – just tracking cookies and the number of visitors in your analytics. The Firm doesn’t know their names, what their interest is and whether they are looking to buy some accounting advice.

Social Media

Businesses are moving into the social media scene. Yet most accountancy firms have not taken advantage of the core social media sites.

twitter researchfacebook researchother social media research

Our research reviewed accountants’ websites for public links to social media sites. We expected to see LinkedIn used the most because it is the professional business social media site but we were wrong: 34% had LinkedIn pages; 34% had Twitter and 46% had Facebook profiles.

Firms with an active social media presence tended to also have higher scores in overall web presence and influence. There are many additional influencing factors and it is important to note that where a company is on social media, they also have invested time in YouTube videos, blogging, or email marketing as well.

We ranked firms comparing their activity on the web by assessing how often they updated their marketing activities and what tools they used to market themselves online. This shows that activity really does boost your noticeability as an accounting firm online. What’s more interesting about these results is the outlying firms with our assigned activity scores of 2, 3 and 4 who also have a good Alexa Rank which suggests that content is an important factor in gaining a prominent online presence.

Online Marketing Tools used by Accounting Firms

There are a lot of opportunities to display expertise using content marketing techniques online.

Newsletters

When searching there accountancy firms’ websites for newsletters, we looked at whether firms actively requested prospective clients’ email addresses, and the ways in which the firm used them. Many displayed historic newsletters but they were often displayed in PDF format which is less searchable or sharable.

Of those with newsletters, a significant amount website visitors had no way to subscribe to receive the news online. Giving visitors the ability to subscribe gets you their email address for a mailing list and analytics information about those visitors. Mailing lists are a great way to start a dialogue with customers by building a self-service database. An opportunity lost by these firms.

Opted in databases of email addresses are among the most powerful marketing assets a firm can own. They can even be used to deliver a series of emails called autoresponders. These can welcome new subscribers, give them an introduction to the firm, and explain its services.

Blogging

Many of the news pages or blogs for the accounting firms we researched are static and have not been updated for many months or even years. They have no clickability or linking to other pages in the website and they are created on a single web page. This means an individual article cannot be hyper-linked, only the whole page.

By creating a blog-style page, the opportunity exists to create more internal and external links to your site which again increases the chances for search engines to visit more frequently as well as encouraging visitors to browse across multiple website pages. This also provides opportunities for other websites to link to specific articles from you which ultimately lead the visitor to your website.

Videos

Larger accountancy firms host videos on their websites, mainly used for training. None have made use of online broadcasting technologies like webinars, podcasts or recordings. Video and audio recording is now cheap and easy to do. They are a good way to communicate and to enable listeners to share your content and are far more engaging than text.

Training

Many accountants provide training and conduct seminars for in-person attendance. It would be very easy to broadcast a training event or record it at the same time for later broadcast. Training is a fantastic marketing tool but if someone can’t make the event time, watching a recording means they can still gain value from it.

 

In Conclusion

Most accounting firms have the beginnings of a good website presence. However they need to add new functionality that works to continuously draw new visitors into the website from search, from the email database and to encourage them to reveal their identities and join in a dialogue with the firm. This can be enhanced by including social media in their marketing plans as they create more and more points of contact for potential clients, as long as you know your clients use social media to connect. LinkedIn is particularly good because of its professional nature.

If you’re an accounting firm looking for a free website appraisal, you’ll find one here at Creative Agency Secrets.

Get in touch with us.

How to use List.ly as a Marketing tool

What is List.ly?

List.ly is a list building website that allows you to build and curate shareable lists. These  are then viewable by others.

People can ‘like’, ‘dislike’, comment or even add items to the list.  This results in a list that re-organises items based on their popularity.  You can then embed these lists in your website or blog. So, rather than directing traffic to lists you’ve built on Facebook or Twitter, you can keep that traffic on your own site!  One of our first principles of marketing: build your own audience on assets you own.

Getting started with List.ly

Customised list header on list.ly

Creating lists is simple. Go to the list.ly site and click create a ‘new list’, then put in a name and description. Then all thats left is to add your content, simple.

By delving into the advanced options you can also create branding on your list. The advanced options allow you to add tags, a header image and links back to your website.  This means that Listly will also help you promote your brand through the header image, and also give you another backlink to your website.

How can brands and agencies use List.ly?

Product FeedBack

There is huge potential for brands to leverage Listly in order to gather customer feedback. Feedback is key in developing new products or making adjustments to existing products. Listly can be leveraged to create feedback, and even to get new insights into what your customers want.

Simply create a list of your products (or even future product ideas) and watch how customers interact with it. They will vote up the products they like, and vote down the products they don’t or they can leave comments.

In addition to this give them the opportunity to contribute their own ideas. If they add something to the list that resonates with your other customers it will climb up the ranks and give you new products/developments to consider. The best part of this is that not only are you getting ideas that your existing customers want and will buy, you’re getting them for FREE!

As a bonus you will also receive alerts from Listly when someone adds an item to your list. So you always know when something is added to your list, as well as who added it. You can also follow other peoples lists. This feature helps you to stay up to date with the how lists you’re following are changing and the new ideas that are being added.

Lists of Tips

Creating an industry specific list of tips allows you to easily find out what content your followers engage with the most. By following what tips people are voting up or down you are able to see what they want to know more about. This allows you to better plan out your blogs to appeal directly to your audience and will help to prevent you wasting time producing content that your audience isn’t interested in.

These ideas only highlight some of the potential that list.ly can offer in terms of content and product development strategies.

Do you have any other strategies? Have you used list.ly? Let us know your thoughts.